Fews was appointed by The Jockey Club to deliver the hospitality and partner activation structures across the Orchard and Courtyard at the 2026 Cheltenham Festival. The build comprised 11,000m² of structures including the Avantgarde, PremiumMax, and Premium ranges — providing premium-feel corporate hospitality environments for one of the UK’s most prestigious sporting events.
For the The Jockey Club, the 2026 Cheltenham Festival represented more than just another year of world-class jump racing; it was a pivotal moment in their mission to elevate customer experience. Recognising the need to raise the customer experience for all guests right across the racecourse, The Jockey Club sought a partner who could build on the foundations developed by previous suppliers to provide sporting hospitality marquee structures that would create an environment that matched the racing on track. They required a sophisticated, permanent-feel hospitality and retail environments that aligned with their sustainability goals and uncompromising standards for guest comfort.
Following a rigorous competitive tender process, Fews was awarded the contract to deliver more premium feel to the hospitality and partner activation areas across the Orchard and Courtyard for the festival. The decision was driven by three core pillars:
1. Innovation with Avantgarde:
Central to the winning bid was the introduction of the Avantgarde product line. Unlike traditional marquees, the Avantgarde structure offers a sleek, modern aesthetic with high-performance glass walls and superior branding opportunities.
2. Sustainability:
In line with The Jockey Club’s sustainability commitments, Fews demonstrated industry-leading sustainability credentials. The Avantgarde structure is designed with minimum consumables, significantly reducing the carbon footprint of the event. You can read about Fews sustainability here.
3. Process-Driven Execution:
The complexity of the Cheltenham site—especially with rising attendance anticipated in 2026 —demanded a precise logistical approach. Fews’ process-driven methodology ensured that the build was completed on schedule, with rigorous health and safety protocols and a dedicated project management team that integrated seamlessly with The Jockey Club’s on-site operations.
The 2026 build was a resounding success, directly contributing to the multi-million pound investment in customer experience spearheaded by The Jockey Club.
• Customer Experience: Guests enjoyed a VIP atmosphere that rivalled permanent venues,
• Operational Excellence: The structures provided the perfect backdrop for high-end dining and corporate hosting.
• Partnership Growth: By delivering a product that was as sustainable as it was luxurious, Fews solidified its position as a strategic partner for The Jockey Club, proving that temporary structures can deliver permanent-quality excellence.
11,000 square metres of structures comprising of:
Event & Structure Details
| Client | The Jockey Club |
| Event | Cheltenham Festival 2026 |
| Venue | Cheltenham Racecourse, Gloucestershire |
| Total structure | 11,000m² |
| Structures used |
Avantgarde, PremiumMax, Premium |
| Areas covered | Orchard & Courtyard |
| Application | Corporate hospitality & partner activation |
| Key features | High-performance glass walls, superior branding, minimum consumables |
| Appointed via | Competitive tender |
| Hire or buy | Request a corporate quote |
The Fews Avantgarde is a premium corporate event structure with a sleek, modern aesthetic, high-performance glass walls, and superior branding opportunities. Unlike traditional marquees, it delivers a permanent-venue feel with temporary structure flexibility — making it the structure of choice for high-end corporate hospitality, sporting occasions, and partner activations.
It is also designed with minimum consumables, significantly reducing the carbon footprint of the event in line with Fews’ sustainability commitments.
Yes. At the 2026 Cheltenham Festival, Fews delivered 11,000m² of structures across the Jockey Club’s hospitality and partner activation areas — comprising Avantgarde, PremiumMax, and Premium ranges. The complexity of a live racecourse environment demands a precise logistical approach, and Fews’ process-driven methodology ensures builds are completed on schedule with rigorous health and safety protocols throughout.
Fews supplies corporate hospitality and event structures for a wide range of major sporting occasions including horse racing festivals, motorsport events, golf tournaments, rugby and football hospitality, and air shows. Our sporting occasions page gives a fuller picture of our experience across sectors.
We are regularly appointed through competitive tender for events where premium quality, sustainability, and flawless project management are non-negotiable requirements.
The Avantgarde’s glass wall panels and clean architectural lines provide an ideal canvas for brand activation — allowing sponsors and partners to create immersive, high-impact environments. At Cheltenham, the structure was used across partner hospitality areas including branded activations for major names, providing guests with a premium retail and dining experience that reflected each brand’s identity.
Talk to our corporate team about how the Avantgarde can be configured for your activation brief.
The best starting point is a conversation with our commercial team. We’ll discuss your event, venue, guest numbers, and timeline, then provide a tailored proposal. Fews has worked with some of the UK’s most demanding clients on complex, high-profile builds and offers free site visits anywhere in the UK as part of the process.
Call us on 01527 821789 or request a corporate quote and a member of our team will be in touch within 24 hours.
Call 01527 821789 or use our contact form
Matt, Lucy and Jack and Jamie are our dedicated commercial team with extensive expertise and experience designing event solutions. One of them will guide you through every step of the process.
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Registered in England & Wales No. 3930939. VAT Registration GB 521 4722 21. Fews Marquees Ltd.
Registered address:
Chessgrove Park
Ditchford Bank Road
Hanbury, Bromsgrove
Worcestershire B60 4HS
Telephone.
+44 (0) 1527 821 789
